Enterprise Ireland - eMarketing Event - Limerick - June 2015

1. 10 principles for
successful international
web presence
SUSANNE DIRKS, E-VORSPRUNG CONSULTING
E-VORSPRUNG CONSULTING

2. Susanne Dirks MSc BSc
German living in Ireland
Academic background:
◦ Translation / Localisation
◦ IT / Artificial Intelligence
◦ E-Marketing / Web Technologies
◦ Business Development and Innovation
Experience:
◦ 15+ years as in MNC environment in various international
consulting, business development and management roles
◦ Recent years, working with Irish SMEs, helping them use the
Internet to reach and grow in export markets
Contact data:
◦ sudirks@evorsprung.com, Ph. 086-2375131
E-VORSPRUNG CONSULTING

3. e-Vorsprung
Consulting
Helping Irish SMEs fully leverage the Internet for sales
and marketing with focus on export markets including:
 Export market research
 International e-marketing strategy
 Export market content planning and development
 Web presence localisation and translation
 International e-marketing and SEO
Focus markets: Germany, Austria, UK, US, Ireland
Helping Irish SMEs
leverage the Internet to
reach, enter, and grow
in export markets
www.evorsprung.com
E-VORSPRUNG CONSULTING

4. Common misconceptions
about international web
presence
INTERNATIONAL E-MARKETING IS NOT WHAT YOU MAY THINK IT IS
E-VORSPRUNG CONSULTING

5. GLOBAL INTERNET POPULATION INTERNATIONAL WEBSITE VISIBILITY/SALES
E-VORSPRUNG CONSULTING
“… the Internet is international per se …”
Source: internetlivestats, 2013

6. AUDIT RESULTS OF ‘GERMAN’ EI CLIENT
WEBSITES (2013) SHOWED MAJOR ISSUES
1.37
0.24
0.74
1
Best Worst Average score
KEY CONCLUSIONS
E-VORSPRUNG CONSULTING
“… all you need to do is to translate
your website… “
YES, translation is important …
BUT: Translation is not a panacea
◦ No automatic visibility in export market
◦ No automatic competitive differentiation
◦ No automatic buy-in and trust
◦ No automatic support of processes

7. EXAMPLE 1: CLIENT WITH ENGLISH-
LANGUAGE WEBSITE OPEN TO ALL MARKETS
Ireland US UK
Visits 2572 630 91
Visits from
targeted market
73 % 9 % 47%
EXAMPLE 2: CLIENT WITH WEBSITE EACH FOR
IRELAND, UK, AND US
E-VORSPRUNG CONSULTING
“… my website is already
international…”
International = YES:
Visitors (and sales)
from many countries
Internationally
successful = NO:
Brand-driven visits
and sales only
International website = YES: Website per market
Internationally successful = NO: Poor visibility in
target markets
No investment in internationalisation,
BUT
massive unleveraged international potential
Investment in (poor) international website
that does not pay off
PLUS
Unleveraged potential

8. “… you just need to translate and
optimise your website …”
Beware: Different business environment!
Example: Google Market Finder for ‘Tractors’ opportunity in Europe (extract):

9. KEY CONSIDERATIONS BEST PRACTICE EXAMPLE: KERRYGOLD
E-VORSPRUNG CONSULTING
“… I’m already running some local
Google ads…”
Settings – target market, language, audience
Keywords for target market
• Local language/market keyword research
Ad text transcreation
• Local keywords
• Local value proposition / USP
• Local call to action
• Word length restrictions
Localised landing page
Tuned for
local
search
Localised
Ad
Landing
Page

10. E-VORSPRUNG CONSULTING
“ … I’m okay, I have done it …”
Example: Organic keyword positions for client who had optimised site for US in 2012
Client competitor data on keywords during same timeframe:

11. 10 principles for successful
international web presence
E-VORSPRUNG CONSULTING
Strategy
Business
Environment
Competitors Culture
Technology Content Language Optimisation
Support
Special
challenges

12. 1. Start with INTERNATIONAL STRATEGY
1. Countries
2. Products / services
3. Target audience/s
4. Channels
5. Differentiators and USP
E-VORSPRUNG CONSULTING
WHERE WHAT WHO WHY WHEN HOW

13. International Internet strategy often requires
balancing conflicting requirements
Export market/s
requirements &
opportunities
Company
requirements,
status,
constraints &
goals
An Internet Strategy that:
 Aligns to the current overall
and/or home market strategy
 Meets export market
requirements
Allows for learnings from export
markets to feed into other markets
and overall strategy
E-VORSPRUNG CONSULTING
Local visibility
requires a locally
focused Internet
Strategy !

14. The difference an international Internet
strategy can make
BEFORE
Website no longer reflected business strategy
 2 websites, 4 domains
 Duplicated content
 Same content for all countries:
 Distributor: 29 distributed products
 Manufacturer: 3 manufactured products
 Expertise: 6 sectors
 All products, markets, sector treated equal
Website did not address target market needs
 Same content and design for all markets
 Same marketing and SEO for all markets
AFTER
E-VORSPRUNG CONSULTING
New international website and e-marketing
reflecting new business strategy
 Focused targetting of prioritised markets
 1 domain with country subfolders
 Core value proposition for all countries
 No duplication of content
 Varying content elements per country
 SEO-optimised content
 e-Marketing variances between countries
Example:
Opportunity-driven growth
Out of date, diluted value proposition on website
Same content for all with limited impact
E-Marketing for all with limited impact
Strategic company-driven growth
Strong core value proposition on website
Relevant high-impact content per country
E-marketing choices based on country, product,
and channel requirements

15. 2. Prepare for a different micro and macro
business environment
E-VORSPRUNG CONSULTING
Macro
environment
Micro
environment
Internal
Company
• Economy
• Demographics
• Cultural forces
• Social factors
• Legal structure
• Political structures
• Technology
• Suppliers
• Distributors
• Competitors
• Customers

16. 3. Embrace your new competitors
E-VORSPRUNG CONSULTING
Get to know your new
competitors
Learn from your new
competitors

17. Get to know your new competitors
IRELAND (GOOGLE.IE): LADIES SHOES GERMANY (GOOGLE.DE): DAMENSCHUHE
E-VORSPRUNG CONSULTING

18. Learn from your new competitors
TYPICAL AREAS TO EXAMINE
Weaknesses and strengths of competitor
Specific business aspects, e.g.
◦ Terms and conditions
◦ Pricing
◦ Value proposition
Specific web presence aspects, e.g.
◦ Keywords
◦ E-marketing tactics
◦ Social media strategy
◦ Best practice
EXAMPLE: BENCHMARKING CLIENT
E-VORSPRUNG CONSULTING
C
O
M
P
E
T
I
T
O
R
S

19. 4. Tune into local culture
CULTURE INFLUENCES HOW ALL
OF ITS MEMBERS:
Perceive
Think
Value
Act
E-MARKETING AIMS AT GETTING
PEOPLES’:
Attention
Interest
Desire
Action
E-VORSPRUNG CONSULTING
“The web is not a culturally
neutral medium … a website has to be
designed for a targetted customer segment
… Local adaptation should be based on a
complete understanding of
a customer group’s culture …”

20. Standards and conventions:
When in Rome …
WEBSITE FUNCTIONALITY
Measurements
Currency
Symbols and icons
Formats for specific text items
Word and text length
WEBSITE MARKETING
Overall look and feel
Layout and navigation
Colours
Pictures
Bank Holidays
E-VORSPRUNG CONSULTING

21. Example:
Different colour and design preferences
ALIBABA.CN ALIBABA.COM

22. Pictures are an opportunity for subtle
localisation to new market
ORIFLAME IN LATVIA ORIFLAME IN KENYA
E-VORSPRUNG CONSULTING

23. All pictures should be checked for
suitability for their new market
E-VORSPRUNG CONSULTING
Draft for German market
Final version for German market
Spot the
issue!

24. Hofstede’s 6 cultural dimensions:
Power distance
Individualism
Masculinity/femininity
Uncertainty avoidance
Long-term orientation
Indulgence
E-VORSPRUNG CONSULTING
Can and must be addressed via:
Web design, content,
features/functionality
Ireland in comparison…
Cultural dimensions

25. KEY PRINCIPLES
Minimal ambiguity
Clear navigation
Structured information
Predictable user journey
No pop-ups
No non-essential info
Explicit language
Clear images
EXAMPLE:
Example:
Addressing uncertainty avoidance
E-VORSPRUNG CONSULTING

26. AVERAGE CONNECTION SPEED SMARTPHONE PENETRATION LEVELS
E-VORSPRUNG CONSULTING
6. Be tech-savvy
Differences in technology infrastructure

27. E-VORSPRUNG CONSULTING
Google is not Number ONE everywhere
Differences
in software
platform
preferences

28. Example: Germany Example: China
E-VORSPRUNG CONSULTING
Different countries,
different social networks

29. 6. Provide locally relevant content
Articulates your value proposition in …
Differentiates you from competitors in …
Meets the content needs of …
Uses standards and conventions in …
Uses content formats preferred by …
Uses design, colours, graphics used in…
Builds trust with local users in…
Speaks the ‘language’ of …
E-VORSPRUNG CONSULTING
Your
Target
Market

30. Aldi Süd Germany value proposition:
Quality products, cheap price guaranteed
E-VORSPRUNG CONSULTING

31. Aldi Nord Germany value proposition:
Top quality food at consistently low price
E-VORSPRUNG CONSULTING

32. Aldi Austria value proposition:
Cheap style with a conscience
E-VORSPRUNG CONSULTING

33. Aldi France value proposition:
Low cost, quick tasty food for singles
E-VORSPRUNG CONSULTING

34. Aldi UK value proposition:
Fresh food with a British twist
E-VORSPRUNG CONSULTING

35. Aldi Ireland value proposition:
Buy Irish quality and support Ireland
E-VORSPRUNG CONSULTING

36. E-VORSPRUNG CONSULTING
Germany
Ireland
Target market focus:
Locally relevant content for local appeal

37. E-VORSPRUNG CONSULTING
Example, Kerrygold Germany product page (2013):
Presentation of content:
Meeting different expectations for content

38. Content for special requirements:
Legally required content
Example: MicksGarage.de, Germany
E-VORSPRUNG CONSULTING

39. 7. Speak the right language
Search
Read
Listen
Evaluate
Order
Ask
questions
Write
reviews
E-VORSPRUNG CONSULTING
Only ¼ of Internet
users are English
speakers

40. Considerable country variances !
Question asked:
“Do you use a language other than
your own to read/watch content
on the Internet ?”
E-VORSPRUNG CONSULTING
English language proficiency is lower than you
think

41. Google Translate is not the solution

42. Translation quality is a reflection of
your attitude to quality
E-VORSPRUNG CONSULTING

43. A big part of translation is planning and
prioritising
E-VORSPRUNG CONSULTING
Decide
at start
Scope
Messages
Style
Formats
Ensure
always
Quality & consistency
Keyword focus
Fresh content
Standards & conventions
Avoid like
pest
Think
carefully
Keywords
Taglines
Ads
CTAs
Non-text content
Google Translate & Co
Translator wannabes
Mixed-language approaches
Creating valid,
fresh,
persuasive,
relevant quality
content for local
users and search
engines

44. Don’t forget to ‘translate’ English content
E-VORSPRUNG CONSULTING
Website text and SEO text needs to reflect the ‘language’ used
by your target market
◦ Official language
◦ National ‘dialect’
◦ Words
◦ Spelling
◦ Usage patterns
Search:
UK: 77%, US: 14%
Search: UK: 23%, US: 86%

45. E-VORSPRUNG CONSULTING
Hope & Pray
Translation/ Copywriting
SEO-
Translation/Optimisation
SEO-Trans-Creation
Web Presence
Localisation
Marketing in a new environment
1. Countries
2. Offering
3. Scope/footprint
4. Localisation degree
Strategic choices
for web presence translation and localisation

46. 8. Make your website easy to find
• Give local signals for search engines
• Optimise your website for local search engine/s
• Select best keywords for search engine marketing: SEO and PPC
• Be seen in the ‘right places’ online
• Decide, where and how to ‘socialise’
E-VORSPRUNG CONSULTING

47. Local signals for search engines
 Domain URL and domain strategy
 Webmaster Tool settings
 Sitemaps and hreflang tag
 Server Location
 Website – content and metadata language
 Currency and address formats
 Inbound links
E-VORSPRUNG CONSULTING

48. Don’t confuse Google with your domain
strategy
CLIENT EXAMPLES
 Client example 1:
 Target markets: 4
 Domain names: 2
 Generic top-level domains: 2
 Country code top-level domains: 5
 Country subfolder: 1
 Client example 2:
 Target markets: 3
 Domain names: 2
 Generic top-level domains: 1
 Country-code top-level domains: 2
 Country sub-folders: 2
DOMAIN STRATEGY
Domain name
 Meaningful
 Works internationally
 Available internationally (if ccTLD approach)
Approach:
 Consistency is key: Country-code OR subfolders
 Decision criteria:
 International strategy – countries
 Domain name availability
 Resources for SEO
 Domain history of company
E-VORSPRUNG CONSULTING

49. Social Media
Optimisation
Search
Engine
Optimisation
Search
Engine
Advertising
Keywords for SEO and SEA, SMO for
target market
◦ Alignment with value proposition and USP
◦ Target market language
◦ Target market usage
◦ Regional aspects
◦ Cultural aspects
Keywords !!!
E-VORSPRUNG CONSULTING
Need for multi-disciplinary
approach and skills: market
insight, linguistic skills,
internet marketing
Keywords need to be given special attention

50. 0 1000 2000 3000 4000 5000 6000
health shoes (IRL)
gesunde schuhe
bequeme schuhe
extra breite schuhe
weite schuhe
Monthly search volume
E-VORSPRUNG CONSULTING
0! Search volume for the Google Translate term
Search terms are thinking patterns
that often DO NOT translate one-to-one
Example: Selling “wide fitting shoes” in Germany

51. Germany
Austria
Switzerland
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ackerschnacker
Händy
Natel
Handy
Mobiltelefon
E-VORSPRUNG CONSULTING
Example: “Mobile Phone” in German speaking markets
Same language does NOT guarantee
same search pattern

52. Competitive differentiation of keyword
varies between markets
E-VORSPRUNG CONSULTING
Keyword Irish search result
(google.ie)
German search result
(google.de)
butter
Page 1 (Place 5) Page 5 *
* Organic search results only, Google ads shows earlier
** First product in the listing
Example: Kerrygold in the search engine results

53. E-VORSPRUNG CONSULTING
Monthly search volume (Google)
English termUK Germany German term
house exchange 14,800 1,600Haustausch
home exchange 4,400 0Eigenheimtausch
house swap 5,400 NANA
home swap 4,400 0Haus Swap (Google Translate)
flat exchange 110 2,400Wohnungstausch
apartment exchange 10 10Apartment Tausch
The business environment influences demand
and search
Example: Checking market for ‘house exchange’ in UK and Germany

54. 9. Plan for the long haul
E-VORSPRUNG CONSULTING
74.7 % say availability of
after-sales support in
own language influences
their buying decision
 Web presence in export markets requires time, budget, resources
 Initially – localisation, SEO, e-marketing for launch
 On an ongoing basis – SEO and e-marketing
A website is for life, not just for Christmas
 Fresh content
 Internet is a 2-way channel
 Enabling and answering incoming queries

55. 10. Face up to special challenges
E-VORSPRUNG CONSULTING

56. Provide answers and options for queries
Rich and localised information on website, e.g.
Sitemap
FAQs
Brochures
Downloads
Product selector/configurator
Delivery tracking option
Product availability information
Options for getting answering specific questions
Choice of contact options
Interactive and instant contact options
E-VORSPRUNG CONSULTING

57. Building trust: Basics
Contact data
◦ Address, phone number, email, fax etc.
Provide information about company
◦ About us
◦ History
◦ People
◦ Achievements
Provide locally expected or legally mandated
information
◦ E.g. Germany: Impressum
E-VORSPRUNG CONSULTING

58. Building localised trust: Advanced
Edelmann Trust Barometer
2014
E-VORSPRUNG CONSULTING
L
O
C
A
L

59. 10 principles for international web
presence at a glance
1. Start with strategy
2. Prepare for a different business environment
3. Embrace your competitors
4. Tune into local culture
5. Be tech-savvy
6. Provide locally relevant content
7. Speak the right language
8. Make your website easy to find
9. Plan for the long haul
10. Face up to special challenges
E-VORSPRUNG CONSULTING

60. E-VORSPRUNG CONSULTING
e-
Marketing
localisation
Website
localisation
Successful
web presence
in export
market
International web presence involves
addressing two main requirements

61. Typical internationalisation project
Phase1
• Strategy review
& development
of international
web presence
strategy
Phase2
• International
web presence,
optimisation &
localisation
planning
Phase3
• International
web presence
implementation
Phase4
• Internet
marketing
strategy and
approach for
export markets
Phase5
• e-marketing
implementation,
incl. ongoing
refinement and
skills transfer
Launch of SEO-optimised
export website based on
strategy developed
International e-marketing
Strategic web presence internationalisation

62. E-VORSPRUNG CONSULTING
Susanne Dirks
e-Vorsprung Consulting
www.evorsprung.com
sudirks@evorsprung.com
Ph. 086-2375131
Thank You